Marketing Strategy · Website Strategy
Building Bravell's Platform for the Next Stage of Growth
Building Bravell's Platform for the Next Stage of Growth
Building Bravell's Platform for the Next Stage of Growth
A repeatable digital growth model helping Bravella integrate new locations, capture local demand, and build a stronger healthcare brand across Ontario.
Role
Digital Marketing Specialist · Product Designer
Timeline
September 2025 - Present
100
description
100
description
The Opportunity
Bravella Health wasn’t just looking to grow one clinic. It was building a platform for expansion.
Bravella Health wasn’t just looking to grow one clinic. It was building a platform for expansion.
Bravella’s ambition extended beyond a single location, the plan was to bring established clinics under the Bravella brand, create a consistent digital presence across locations, and build toward expansion across Ontario and eventually Canada.
That meant the existing digital approach needed to evolve. The website, marketing, content, and customer experience had to work as a repeatable system. One that could support an existing clinic, adapt to a new location, and continue generating demand as the Bravella's network grew.
01
Build for expansion
Create a digital foundation that could be replicated as new clinics joined Bravella.
02
Local Growth
Give every clinic a strong local presence while keeping it connected to the larger Bravella brand.
03
Connected System
Connect every marketing channel to create a consistent journey from discovery to conversion.
Starting with the Digital Foundation
Building the foundation for expansion.
Building the foundation for expansion.
The first step was transforming Femade into Ottawa - Bravella Health, creating a stronger digital foundation for the new brand while establishing a structure that could scale to future locations.
Growth & Conversion
Strategy
Website Redesign
1
3
4
2
5
Search & discovery
Makes services easier to find and explore.
Local & direct action
Surfaces location and phone access at first touch.
Clear value proposition
Instantly communicates who Bravella Health serves and what it offers.
Conversion-focused CTA
Makes booking the primary next action.
Service visibility
Puts its multidisciplinary care offering front and centre.
Growth & Conversion Strategy
Website Redesign
1
3
4
2
5
Search & discovery
Makes services easier to find and explore.
Local & direct action
Surfaces location and phone access at first touch.
Clear value proposition
Instantly communicates who Bravella Health serves and what it offers.
Conversion-focused CTA
Makes booking the primary next action.
Service visibility
Puts its multidisciplinary care offering front and centre.
Ottawa - Bravella Health
Digital Foundation & Growth Strategy
1
3
4
2
5
Search & discovery
Makes services easier to find and explore.
Local & direct action
Surfaces location and phone access at first touch.
Clear value proposition
Instantly communicates who Bravella Health serves and what it offers.
Conversion-focused CTA
Makes booking the primary next action.
Service visibility
Puts its multidisciplinary care offering front and centre.
The redesign brought the new Bravella identity, local services, discovery, and conversion into one experience; creating the first digital model for the expanding Bravella network.
Jan - Aug 2025
100
description
100
description
Femade Clinic
Ottawa-Bravella Health
Sept - Dec 2025
100
description
100
description
Omnichannel Marketing Strategy
Connecting every channel to move people from discovery to conversion.
Connecting every channel to move people from discovery to conversion.
Discover
Nurture
Drive Traffic
Offline Channels
Convert
Analyse & Optimise
Analytics
Clinics
Referrals
SEO
AEO
Paid Media
Social Media
Engagement
Appointments
Enquiries
Product Sales
SEO
Paid Media
Social Media
AEO
Discover
Nurture
Drive Traffic
Clinics
Referrals
Offline Channels
Email Marketing
SMS/Whatsapp
Engagement
Convert
Analyse & Optimise
Appointments
Enquiries
Product Sales
Analytics
SEO
Paid Media
Social Media
AEO
Discover
Nurture
Drive Traffic
Clinics
Referrals
Offline Channels
Email Marketing
SMS / Whatsapp
Engagement
Convert
Analyse & Optimise
Appointments
Enquiries
Product Sales
Analytics
- Search intent → Relevant content → Service discovery → Conversion
SEO - Building visibility around real patient intent.
I started by identifying the healthcare services and questions people were actively searching for, then used those insights to shape Bravella's information architecture, service pages, metadata, internal linking, and content strategy. The focus wasn't simply on increasing keyword rankings. It was on creating relevant entry points that connected search intent to useful information and the right next action on the website.
- Patient question → Useful answer → Bravella expertise → Discovery
AEO - Extending Bravella's content beyond traditional search.
I introduced an Answer Engine Optimisation (AEO) approach through Bravella's blog content, restructuring articles around the questions patients are actually asking. Rather than creating content purely for keywords, I focused on clear, answer-led content structures, useful context, and topic depth that could make Bravella's expertise easier for both search engines and emerging AI answer engines to understand and surface.
- High-intent search → Relevant landing experience → Action
Google Ads & Paid Search - Connecting high-intent traffic with relevant experiences.
Paid search was used to capture demand where intent was already strong. I aligned campaigns and landing experiences around specific services rather than sending users into a generic website journey. Campaign performance also fed back into the wider strategy, helping identify which services, messages, and search behaviours were generating meaningful engagement.
- Social discovery → Brand familiarity → Website exploration
Social Media - Using social to build familiarity, not just reach.
Instagram and Meta became ongoing discovery and brand-building channels. I focused content around Bravella's services, healthcare expertise, and patient needs, creating a consistent bridge between social content and the website. Paid and organic activity worked alongside each other: organic content built familiarity and trust, while paid distribution extended reach around relevant campaigns and audiences.
- Traffic → Understanding → Trust → Action
CRO - Optimising the experience after the click.
Getting people to the website was only the first step. I looked at where users were landing, what information they needed, and where friction could prevent them from moving forward. This informed changes to content hierarchy, service discovery, CTAs, landing experiences, and appointment pathways, making the website work harder as a conversion layer for every channel feeding into it.
- Initial interaction → Re-engagement → Continued relationship
Email, SMS & WhatsApp - Continuing the relationship beyond the first visit.
I used Mailchimp, email, SMS, and WhatsApp as retention and re-engagement touchpoints rather than treating the website visit as the end of the journey. Campaigns and communications were used to bring audiences back to relevant information, services, and actions, extending the value of the initial interaction.
- Measure → Learn → Optimise → Repeat
Analytics & Optimisation - Using performance to decide what happens next.
Analytics connected the activity across channels back to measurable behaviour. I used performance data to understand where traffic was coming from, how users were engaging with the website, and where opportunities existed to refine the experience.
- Search intent → Relevant content → Service discovery → Conversion
SEO - Building visibility around real patient intent.
I started by identifying the healthcare services and questions people were actively searching for, then used those insights to shape Bravella's information architecture, service pages, metadata, internal linking, and content strategy. The focus wasn't simply on increasing keyword rankings. It was on creating relevant entry points that connected search intent to useful information and the right next action on the website.
- Patient question → Useful answer → Bravella expertise → Discovery
AEO - Extending Bravella's content beyond traditional search.
I introduced an Answer Engine Optimisation (AEO) approach through Bravella's blog content, restructuring articles around the questions patients are actually asking. Rather than creating content purely for keywords, I focused on clear, answer-led content structures, useful context, and topic depth that could make Bravella's expertise easier for both search engines and emerging AI answer engines to understand and surface.
- High-intent search → Relevant landing experience → Action
Google Ads & Paid Search - Connecting high-intent traffic with relevant experiences.
Paid search was used to capture demand where intent was already strong. I aligned campaigns and landing experiences around specific services rather than sending users into a generic website journey. Campaign performance also fed back into the wider strategy, helping identify which services, messages, and search behaviours were generating meaningful engagement.
- Social discovery → Brand familiarity → Website exploration
Social Media - Using social to build familiarity, not just reach.
Instagram and Meta became ongoing discovery and brand-building channels. I focused content around Bravella's services, healthcare expertise, and patient needs, creating a consistent bridge between social content and the website. Paid and organic activity worked alongside each other: organic content built familiarity and trust, while paid distribution extended reach around relevant campaigns and audiences.
- Traffic → Understanding → Trust → Action
CRO - Optimising the experience after the click.
Getting people to the website was only the first step. I looked at where users were landing, what information they needed, and where friction could prevent them from moving forward. This informed changes to content hierarchy, service discovery, CTAs, landing experiences, and appointment pathways, making the website work harder as a conversion layer for every channel feeding into it.
- Initial interaction → Re-engagement → Continued relationship
Email, SMS & WhatsApp - Continuing the relationship beyond the first visit.
I used Mailchimp, email, SMS, and WhatsApp as retention and re-engagement touchpoints rather than treating the website visit as the end of the journey. Campaigns and communications were used to bring audiences back to relevant information, services, and actions, extending the value of the initial interaction.
- Measure → Learn → Optimise → Repeat
Analytics & Optimisation - Using performance to decide what happens next.
Analytics connected the activity across channels back to measurable behaviour. I used performance data to understand where traffic was coming from, how users were engaging with the website, and where opportunities existed to refine the experience.
- Search intent → Relevant content → Service discovery → Conversion
SEO - Building visibility around real patient intent.
I started by identifying the healthcare services and questions people were actively searching for, then used those insights to shape Bravella's information architecture, service pages, metadata, internal linking, and content strategy. The focus wasn't simply on increasing keyword rankings. It was on creating relevant entry points that connected search intent to useful information and the right next action on the website.
- Patient question → Useful answer → Bravella expertise → Discovery
AEO - Extending Bravella's content beyond traditional search.
I introduced an Answer Engine Optimisation (AEO) approach through Bravella's blog content, restructuring articles around the questions patients are actually asking. Rather than creating content purely for keywords, I focused on clear, answer-led content structures, useful context, and topic depth that could make Bravella's expertise easier for both search engines and emerging AI answer engines to understand and surface.
- High-intent search → Relevant landing experience → Action
Google Ads & Paid Search - Connecting high-intent traffic with relevant experiences.
Paid search was used to capture demand where intent was already strong. I aligned campaigns and landing experiences around specific services rather than sending users into a generic website journey. Campaign performance also fed back into the wider strategy, helping identify which services, messages, and search behaviours were generating meaningful engagement.
- Social discovery → Brand familiarity → Website exploration
Social Media - Using social to build familiarity, not just reach.
Instagram and Meta became ongoing discovery and brand-building channels. I focused content around Bravella's services, healthcare expertise, and patient needs, creating a consistent bridge between social content and the website. Paid and organic activity worked alongside each other: organic content built familiarity and trust, while paid distribution extended reach around relevant campaigns and audiences.
- Traffic → Understanding → Trust → Action
CRO - Optimising the experience after the click.
Getting people to the website was only the first step. I looked at where users were landing, what information they needed, and where friction could prevent them from moving forward. This informed changes to content hierarchy, service discovery, CTAs, landing experiences, and appointment pathways, making the website work harder as a conversion layer for every channel feeding into it.
- Initial interaction → Re-engagement → Continued relationship
Email, SMS & WhatsApp - Continuing the relationship beyond the first visit.
I used Mailchimp, email, SMS, and WhatsApp as retention and re-engagement touchpoints rather than treating the website visit as the end of the journey. Campaigns and communications were used to bring audiences back to relevant information, services, and actions, extending the value of the initial interaction.
- Measure → Learn → Optimise → Repeat
Analytics & Optimisation - Using performance to decide what happens next.
Analytics connected the activity across channels back to measurable behaviour. I used performance data to understand where traffic was coming from, how users were engaging with the website, and where opportunities existed to refine the experience.
The Impact
A year of building momentum.
A year of building momentum.
Over 12 months, the work moved beyond individual campaigns to create a more connected digital growth system for Bravella Health, bringing together the website, organic search, paid media, social, CRO, and retention channels.
100
description
100
description
100
description
100
description
Expansion in action
From individual clinics to a growing Bravella network.
From individual clinics to a growing Bravella network.
Parent brand
Femade Clinic
Ottawa Bravella Health
Vital Physiotherapy
Toronto Bravella Health
Parent brand
Femade Clinic
Vital Physiotherapy
Ottawa Bravella Health
Toronto Bravella Health
Parent brand
Femade Clinic
Vital Physiotherapy
Ottawa Bravella Health
Toronto Bravella Health
copyright © 2026
Residing
Toronto, ON
Let’s work together
Always Open to New Ideas
Always Open to New Ideas
Let’s work together
Residing
Toronto, ON
copyright © 2026
copyright © 2026
Toronto, ON
Residing
Let’s work together